Maximizing lead generation through online contests

Turn short-term excitement into long-term results with a smarter online contest strategy

Running an online contest is often seen as just a fun marketing idea for creating awareness, but it’s also a powerful tool for lead generation. It can bring in many potential customers due to its viral nature, and when done right, these will be customers who genuinely align with your brand.

However, the key word is planning the contest in the right way, as you aren’t just looking for visibility but conversion. In this guide, we’ll look at the details you need to focus on to ensure your online contests turn interest into sales.

Match your contest format to your lead generation goals

Online contests generate leads in different ways. Some maximize volume, while others are built with quality in mind. What kind of leads are you looking for?

Once that’s clear, choosing a contest format that supports your lead generation goals is easier.

Here’s a quick look at the different goals and their related online contests:

• Growing a targeted email list: You need a giveaway with a prize that’s tightly aligned with your product or service. You then need an entry form, but keep it short and sweet.
• Qualify and segment leads: Use quizzes or surveys as part of the entry process.
• Gather UGC while capturing leads: Ask for photos or testimonials. Just make sure there’s a form for collecting emails before submission.

The key is thinking beyond high participation and choosing a contest format that fits the bigger picture. 

Offer a prize that attracts the right audience

The prize is what pulls people in, but not every prize pulls the right people. Since your goal is lead generation, not just creating a buzz around your brand, you need a relevant prize.

For example, if you offer an Amazon gift card, you’ll get a huge number of entries, but chances are, most of the people won’t stick around after the contest. This means that if you are a software brand, offer access to a premium plan. If you’re a wellness brand, give out a bundle of your best products. This way, anyone who enters the contest will already be showing an interest in your product or service, not just the gift.

If you need a simple filter when selecting the gift, ask yourself: Would a person interested in this gift be interested in the everyday products I offer?

Build a landing page that converts

Your landing page is where the interest is put into action. It’s the stage where people decide whether they want to enter the contest, so ensure its inviting.

First, keep it focused. Its only purpose is to get people to enter the contest, so avoid distractions. There’s no need for multiple calls to action, navigation menus, or links that can pull the audience away.

Apart from that, use a clean, benefit-focused headline that helps draw the visitors in. For example, you can have “Win a 3-Month Subscription to [Your Product].” You can then assure them that you won’t spam them or sell their info.

Promote, promote, promote

You won’t reach your lead generation goals if only a few people know the contest exists. You need to ensure it gets to the right people, in the right places, more than once.

Start with your own channels, such as the website, blog, and email list. You can then go big on social media. Your channels here aren’t enough, so consider partnering with an influencer. You can choose micro-influencers who align with your brand as they already have an active audience that trusts them. Ensure you use all relevant social media channels and promote with paid ads where necessary.

Follow Up with Every Entrant

Every person who has entered your contest has given you something valuable – their contact info and a confirmation that they are interested in your product or service. Don’t let that gold go to waste.

Start by reaching out with a thank you email that confirms their entry. You can then follow up with something useful, such as a discount or free resource. After the contest ends and they don’t win, you can reach out with a short “sorry you didn’t win, but here’s something just for you” – something like a discount. This will keep the momentum going and improve your chances of turning them into a customer.

Need a contest that does more than just drive traffic?

At Promosfera, we can help you craft a custom online contest strategy that turns entries into qualified leads. Reach out and grow with us!